Open Educational Resources
Document Type
Syllabus
Publication Date
Fall 2023
Abstract
Have you ever wondered how marketers get information about markets, determine what consumers want and decide how to position products? Or how pollsters, scientists and researchers can manipulate the design of a survey or a research study to get the findings that they want? Or why some polls seem to be “stacked” to show overwhelming support or opposition to a particular issue?
This course reveals those techniques and tactics, and helps you learn how to critically evaluate the quality of the information you are exposed to on a daily basis. It provides an introduction to marketing research methods, marketing analytics and data analysis methods and their use in generating consumer insights. The course is structured around how research is used in marketing decisions, rather than following a more traditional and methodologically focused approach.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
